(Guest post from our friends at Cybba)
Analyzing your digital campaign starts with your goal: What was your campaign for? Your goal affects which Key Performance Indicators (KPIs) you should pay the most attention to. One digital campaign can’t do it all, but it can do a lot. This blog will break down three types of digital campaigns used by ticketing services and the KPIs for analyzing each.
Awareness Campaign (Your goals: awareness lift, ad recall lift, and traffic lift)
A campaign to boost brand awareness targets patrons at the earliest stage of their ticket purchase process. These patrons are doing their homework – they are trying to get a better sense of what they want they want to see and they are researching their purchasing options.
Your efforts here will focus on driving traffic to your site and prospecting new audiences. This will be done with digital ads and native content, which do not translate directly to conversions. Remember, these patrons are doing their homework and are not necessarily ready to book. To know if your branding campaign is working, pay attention to:
- Shares (people sharing your offers across email and social media)
These KPIs depict whether you are getting potential patrons’ attention, and as any good marketer knows, attention is the beginning of everything.
Consideration Campaign (Your goals: perception lift and brand interest lift)
In the consideration stage of the ticket purchase process, your patron has done her homework and is considering her booking options. She may still not be ready to book, but here you want her to consider your ticketing service above any others.
A digital campaign constructed to boost your brand during this stage of the customer journey can be measured according to:
- View-through rate (are people watching your ads?)
- Exposure time (how much time are people spending on your site?)
- Watch time (how much of your ad are people watching?)
- Interaction rate
With your brand building during consideration, you want to know how many patrons are exposed to your brand, and how much they interact with you.
Direct Response Campaign (Your goals: sales lift, booking lift, conversion increase)
While we’ve already discussed that not all digital campaigns lead directly to a conversion, you can construct a digital campaign with direct response objectives in mind. If you want to affect the number of patrons who book from you when they are ready to do just that, pay attention to:
- Click-through rate
Keep in mind that your digital marketing campaign may still be successful without high direct response KPIs. For example: What if a patron saw your ad, told a friend about it, and the friend went on your site to book? From a digital marketing perspective, this can’t be measured via direct response indicators.
Therefore, it’s especially important to consider your goals and how to practically gauge if you are hitting them.
Cybba is a performance-driven technology company that enables online businesses to exponentially increase revenue and lower cost of acquisition by optimizing every stage of the customer journey.
For more information about how we can optimize your digital campaigns and ticket purchase process, visit cybba.com or contact us at firstname.lastname@example.org.
Originally published on June 29th 2017. Modified and updated on April 25th, 2019.